Subject Index
 

Field research and a laboratory study were conducted to empirically examine the effects of brand relevance, connotation, and pronunciation on consumers' preferences for new brand names. The context th ...

Jon Montgomery, a partner at Hudson Group New York, and Michael Lieberman, president of Multivariate Solutions, ague that quantitative evaluation is an essential component in the brand naming process. ...

Lee Curtis, a trademark attorney at the Leeds office of Pinsent Masons, discusses the dangers that Google, Xerox and Jacuzzi run if they fail to protect their trade marks - and the ways to prevent fam ...

Rod Hirsch explores how branding works in the technology market sector. With examples from Microsoft, Symantec, Apple, and, even Toyota, he analyses the branding strategies of the winning companies.

As an organisation, American Express decided in 2003 to refocus its advertising campaign to address a more global audience. As the company seeks to address its international standing, it decided upon ...

Successful character-based marketing can deliver a faithful following of buyers. But beware, it may not be the golden goose it seems - choosing an ill-favoured icon can be costly. In this aricle, Davi ...

Rita Clifton compares the cost of launching new corporate names and corporate identities, and the subsequent lampooning they received with the demise of Enron. She points out that the latter's 'missi ...

This wide ranging article on licensing - defined as a promotional use of an established creative property such as a film, TV or cartoon character - highlights the potential advantages and pitfalls in ...

Welcome to fad society. Charter licensing is an extremely powerful tool but popular characters tend to have limited shelf lives. How can characters be used to build you r brand in the longer term?

This article traces and examines the naming of military operations, from the 18th Century right up to the name of the US military campaign following the 11th September (which, it notes, was changed f ...

Discusses the benefits of franchising or licensing media brands: i.e. offering appropriate products or services which tie in with and enhance the brand values of, say, a women's magazine. Importance o ...

Following content analysis of American and European grocery products which showed that few products have only one brand name on them and that directly competing firms vary in the corporate name strate ...

The linguistic aspect is the essence of branding and of particular importance for the success of a product. This article adopts a linguistic approach in an attempt to investigate Chinese branding rule ...

Discusses brand licensing, in which manufacturers lend or borrow brands and characters; examples include the use of Disney's 'The Lion King' on a wide range of goods from stationery to toiletries. It ...

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized ...

The `R' symbol in a circle can now legally denote a trademark registered anywhere in the EC. The recent Pall case (Pall Corp v Dahlhausen, case 238/89) in the European Court of Justice has changed the ...

Although the literature contains much prescriptive comment, there has been little or no academic research on how firms develop brand names in practice. This article is the first academic study of how ...

The paper examines whether classical brand naming concepts are sustainable for entrepreneurial firms in the net economy. The availability of an appropriate domain name is found to be a basic driver fo ...

The paper examines the brand-name creation process in a multilingual international market. The process incorporates linguistic analysis by phonetics (sound), semantics (meaning) and phonosemantics (so ...

Purchase decisions are based on predictions of product performance, which are based in turn on product cues and are accurate to the extent that consumers have properly learned the relationships betwee ...

In this article, the author considers the effect of brand names on demand by examining the price ratios of used twin automobiles. Twins are usually made in the same plant and have essentially the sam ...